NEW YORK, Nov. 17, 2016 /PRNewswire/ --sparks & honey, the New York-based agency that synchronizes brands with culture in the now, next and future, today released its annual report, A-Z Culture Glossary of 2017: The Trends You Need to Know to be Relevant, a list of the 100 cultural trends sparks & honey predicts will shape the world and shift consumer behavior in the next year. This is the third edition of this report. To date, the Culture Glossary reports have received more than 2.4 million views on Slide Share. Of the trends that the Culture Glossary has predicted and scored 1 over the series of reports, sparks & honey has an average 81 percent accuracy rate. "This year's report is the culmination of two months of deep 'cultural forensics,' cultural listening and predictive modeling, looking at trends from the edge to the everyday. These 100 trends, from A-to-Z, are an excellent beacon for marketing to improve relevance, and they can be leveraged as innovation platforms. We hope that they open minds and create new possibilities," said Terry Young, CEO, sparks & honey. "What's really fascinating about this year's trends is the extreme polarization of culture. We're noticing an increasing disruption of the marketplace and consumer behavior, illustrated by the many 'cultural tensions' and counter-trends in this year's A-Z Culture Glossary. One example of those tensions is the decreasing indulgence in vices (like tobacco and alcohol) to alter mood states (New Sobriety) and the use of technology to mimic the effects of traditional medicine and recreational substances (Tech Drugs)."